Racheal Lee
Sep 16, 2013

Ikea unveils 'Make space better' campaign

SINGAPORE - Swedish home furnishing brand Ikea has unveiled a campaign that colorfully emphasises the need to 'Make space better', in conjunction with the brand's 2014 catalogue launch.

Developed by BBH Asia Pacific, the campaign consists of TV, print, outdoor and social media, focusing on the brand proposition of offering products that help make the most of space constraints.

Christina Chong, managing partner at BBH Asia Pacific, noted that limited space is an increasing reality for many citizens.

Scott McClelland, executive creative director at BBH Asia Pacific, added that as housing gets more expensive and smaller, the campaign is meant to capture how it feels for multigenerational families living on top of each other—and the relief that can come with better and smarter use of space.

The campaign has launched across both the Singapore and Malaysian markets. Ikea appointed BBH Asia Pacific as the creative agency for Singapore and Malaysia in June.

Irene Lau, regional marketing manager at Ikano Retail Asia, said Ikea has always had a mission to make space better.

“The 2014 catalogue will hopefully inspire home owners in Singapore and Malaysia to create better space with the right furniture that is both affordable and stylish,” she added.

Source:
Campaign Asia

Related Articles

Just Published

4 hours ago

Google adds new asset testing to PMax to improve ...

The tech giant has also launched other creative capabilities that can help advertisers better target audiences through AI recommendations and testing.

4 hours ago

‘Nice little advertising business you got there. Be ...

Media reports indicate that Interpublic Group is being pressured to spend more with X, or its Omnicom deal could face resistance from owner and Donald Trump ally Elon Musk.

5 hours ago

How Steve Jobs’ legacy lives on through Apple’s ...

On what would have been his 70th birthday, Steve Jobs’ enduring legacy, built on creativity, vision and commitment to design, ensures Apple’s impact far outlives its founder.

5 hours ago

Amazon Advertising boss on ad tiers: 'I don’t think ...

One year on from the debut of Prime Video Ads, how has the streaming service fared in the media landscape?